A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model

Xiaoyan Ma; Jian Xue; Xiaojing Wang

doi:10.47297/wspceWSP2516-251901.20240805

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A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model

Volume 8, Issue 5

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A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model
A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model
1.School of Economics and Management, Shaanxi University of Science and Technology, University Park of Weiyang District
2.Xi'an Siyuan University
Vol. 8, Issue 5, Pages: 5-16(2024)
Published： 29 October 2024 ，
DOI：10.47297/wspceWSP2516-251901.20240805
Accepted：

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Ma Xiaoyan,Xue Jian,Wang Xiaojing.A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model[J].Creative Economy,2024,08(05):5-16.
DOI：

Ma Xiaoyan,Xue Jian,Wang Xiaojing.A Study on the Influential Factors of Consumer Behavior in Fast-Moving Consumer Food Based on the UTAUT Model[J].Creative Economy,2024,08(05):5-16. DOI： 10.47297/wspceWSP2516-251901.20240805.

摘要

Abstract

This study based on the UTAUT model

conducts a questionnaire survey to analyze the influencing factors of consumer purchasing behavior in fast consumer food. It provides suggestions and advice for fast consumer food enterprises in marketing network design and marketing strategy adjustment. The study believes that different ages

genders

marital statuses

regions

and purchase frequencies of consumers have an impact on their purchasing of fast consumer food

including taste

price

nutritional value

cleanliness

and convenience of purchase. The study finds that the influencing factors have differences

and it analyzes the specific influence degree of various influencing factors. Furthermore

it provides targeted suggestions and countermeasures for fast consumer food enterprises in marketing strategy

marketing network layout

and internal layout of marketing network.

关键词

Keywords

consumer behavior in fast-moving consumer foodUTAUT modelinfluencing factors

references

Fresh Agricultural Products Online Purchase Behavior and Reinforcement Study Based on the UTAUT Model Tian Xiaohua.

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